| In the era of mobile Internet,people's habits of news-reading are increasingly shown the feature of mobility.The large scale of mobile Internet users provides an opportunity for the development of the mobile end of data journalism.The practice of data journalism has shifted from PC to mobile phone accordingly.Also,mobile terminals,mainly smart phones,have become the main field for users to read data news.New technology has turned traditional audiences into users.And these users not only read data news,but also participate in creating and using data news.Users' feedback and evaluation of data news have become a ruler for the measurement of data news.However,the current researches on mobile data journalism mainly studies the development status,trends,and strategies from the perspective of communicators,which makes it lack the perspective of users,especially the in-depth empirical research studies of users.The Paper's mobile column MEISHUKE illustrates its advantages and representative in user quantity,user activity,data quality and current practices.Therefore,this study takes data news from The Paper as the representatives and its users as the research objects,to study the factors influencing the continuous use intention of data news users of the mobile terminals.This study creates a theoretical model of factors that influence the continuous use intention of mobile terminal data news users based on the following theories: Use and Gratifications Theory,Expectation-Confirmation Theory and Technology Acceptance Model.The date is collected by questionnaire survey.After descriptive statistical analysis,reliability and validity analysis,structural equation model fitting and hypothesis verification of 463 valid questionnaires,the following conclusions are obtained: 1.Perceived usefulness has the most significant effect on continuous use intention,which indicates that whether news has practical value is the fundamental of users' retention;2.Users' demand,expectation degree of confirmation and satisfaction can directly or indirectly affect users' willingness of continuous usage,indicating that the better users' overall experience of mobile data news,the more they are willing to continue to read and use the mobile data news;3.Perceived ease of use has a significant positive impact on users' willingness of continuous using,while information demand and entertainment demand have no significant impact on this.Thus,if complex and interesting news contents are added to meet users' demands for information and entertainment,whichmakes users feel complicated in the process of operation and understanding,it is not conducive to the cultivation of loyal users.Based on the empirical analysis results,the author proposes the following thoughts on the development of mobile data news: 1.Mobile terminal news medias should follow the trend of "mobile" to improve the construction of data news platform,and lay solid foundation for the dissemination of mobile data news.2.The producing of data news should be like produce a certain product and focuses on enhancing the service,understanding the needs of users and paying attention to the experience of users;3.Content is the key part.Mobile terminal news medias shall respect the essence of news,realize the surface,inner and deeper value of news and improve the usefulness of news;4.The visualization of data news on mobile terminals should balance the technology and ease of use.In another word,the pursuit of the technical effect of complex data visualization shall be moderate,and the interface shall remain simple and easy for users to operate and understand. |
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